For years, sales growth was the primary indicator of success in retail. Today, however, many companies face a very different reality: they’re selling more, but earning less. Rising costs, increased logistics expenses, a surge in returns, promotional pressure, competition from online marketplaces, and rising labor costs are eroding margins to levels that are forcing companies to rethink their business models.

In this context, the conversation can no longer focus solely on how to sell more, but rather on how to sell profitably. Profitability is once again at the heart of the strategy and requires a cross-functional approach that combines operations, technology, data, and decision-making.